Marketing Mix Perception of Blood Bag of Agent Company Case Study : Blood Bank in the Eastern and Western Area

Abstract

This study was created to study the marketing mix level of Quadruple bag of the suppliers, to study demographic and geographical factors of Quadruple bag users, to analyze and compare the marketing mix cognition of Quadruple bag of the suppliers classified by demographic and geographical factors, and to analyze the suppliers' relation of The Marketing Mix Perception of Quadruple bag of the Supplier A Case Study: Provincial Hospital’s Blood Banks in the Eastern and the Western Areas of Thailand.
Analysis results based on Best's criteria (Best, 1970-190), cited in Phanthai (2003, 60), the areas used in this study were blood banks in the east and the west consisting of 7 eastern provinces, namely; Chanthaburi; Chonburi; Trat; Sa Kaeo; Prachin Buri; Rayong and Chachoengsao, and 5 western provinces, namely; Kanchanaburi; Tak; Phetchaburi; Ratchaburi; and Prachuap Khiri Khan. The marketing mix cognition of Quadruple bag of the suppliers, a case study: Provincial Hospital's blood banks in the eastern and western areas was summarized by analyzing the data on (1) demographic factor, (2) Geographical factor, (3) Service. The marketing mix cognition of Quadruple bag of the suppliers, a case study: the provincial hospital's blood banks in the eastern and western area concluded the study by analyzing the data on demographic factor that most of the samples were female, accounted for 78.1%; age range between 40-49 years old, accounted for 47.6%; age range between 30-39 years, accounted for 17.1%. In addition, educational background with bachelor's degree was 90.5%; being a medical laboratory technologist was 66.7%; 1-6 years of work experience was 50.5%. For geographical factor, most of the samples worked in Chonburi Hospital, accounted for 21.0%. Most of the population (or the sample group) was in theeastern area, accounted for 67.6%. For service and service person factors, overall, the result was in high level with average of 3.92 and enthusiasm on the service gained the average of 4.00. Moreover, on service pattern, on the whole, was at high level with average of 3.94. Communication and cooperation in solution gained average of 3.97. For after-sales service, on the whole, was at high level with average of 3.89. Furthermore, brands being well-known gained the average of 3.91 and the factor of process was overall at high level with average of 3.87. The service accepted by the customers gained 3.87 of average. The customers' satisfaction, on the whole, was at high level with 3.87 of average. In addition, satisfaction towards the service provided by the suppliers of Quadruple bag gained 3.91 of average. The factor of repetition and passing along, on the whole, was at high level with 3.86 of average, and the relation between the customers and the suppliers gained 3.87. According to the study, it found that each factor had the total average of scores at more satisfy level of all aspects. Service providers, service manners, after-sales service, products, customer satisfaction, and being loyal and having word of mouth, were at more satisfy level which is similar to the study of Mingkaew (2014) that investigated the behavior and relationship of decision making in purchasing medical devices. The case study of Siam International Medical Equipment Co. Ltd found the first three factors: products, physical, and personnel or sales person, were at high level.
The experience factor and market mix awareness, satisfaction, and different career experience affected the market mix awareness of Quadruple bag differently. The satisfaction can be categorized as follows: The satisfaction of using Quadruple bag and the satisfaction of the service provided by the supliers that sold the Quadruple bag. Overall, people were satisfied with the suppliers that sold the Quadruple bag. This is consistent with the notion of Sukato (2012: 77-79) that said the internal factors affected buying behavior that consisted of five parts as follows: Motivation is the part that motivates people to achieve their goals. The motivation can happen from personal inner, and when the motivation takes place, awareness will come follow. Awareness is a process that shows understanding. The awareness depends on the previous experience that leads to different awareness. Learning is the adjustable manner of behavior derived from the previous experience. It happens after having awareness. Personality is the individual characteristic which is various individually; therefore, it makes the products be produced for meeting the need of each individual’s personality. Lastly, attitude is the feeling towards something that leads to the different reaction in both positive and negative manner.
The suggestion of the study found that career position and experience affected the awareness, and they should be improved simultaneously. Different career positions should receive the service differently. Different experience should receive the products that get improvedfor the appropriate use. From this study, it found that the total average of scores of all 6 aspects: Service providers, service manners, after-sales service, products, customer satisfaction, and being loyal and having word of mouth, were at high level. For the most effective manner, they should get developed simultaneously. For the further study, according to the study that investigated the population from the north eastern and the western part, there should be the study that investigates more hospitals throughout all parts of Thailand.